Commercial break for low-cost Aldi

Yes, Aldi sells quality products at low prices (Cheap chorizo, anyone? G2, May 15). Yes, it offers special one-off ultra-cheap deals. And it wastes no space stocking 92 varieties of yoghurt. But there are even more compelling reasons for shopping at Aldi. The company completely bypasses the brands promoted by massive and expensive advertising campaigns. You won't find Kellogg's, Heinz, Coca-Cola, Walkers or Flora. Instead you may be (briefly) baffled trying to find Aldi's unadvertised equivalents. In deserting Tesco and Asda, you can show that you reject the gross consumerism and debased values of such advertising. Children will not find the global brand names which taint childhood with their addictive imagery. The enormous overheads of the advertisers and the mega-supermarkets are thus cancelled out at a stroke. I've also been impressed that my local Aldi sells locally produced vegetables and fruit. It's a significant environmental attraction. Don't be put off by the spartan surroundings. You will be saving more than mere money.Maurice GeorgeOrmskirk, Lancashire

An important item which was missed is that retailers like Aldi, Lidl and Netto do not accept credit cards and thus are able to pass this cost saving on to the consumer as lower prices. The cost of credit cards can be quite substantial - I heard from one retailer that it could more or less wipe out his profit margin, and he no longer accepts them. It needs to be made clear to the consumer so that he or she has the option of either cheaper goods or using a credit card and bearing its additional cost. Edwin JonesBristol